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Copywriting |
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Writing For The Web: How Good Copy Becomes Bad MarketingRead about Copywriting on erreur404.info. This article about "Writing For The Web: How Good Copy Becomes Bad Marketing" will help you with the Copywriting. erreur404.info specializes in Copywriting. As part of Copywriting your website, you also need to be aware of all everything out there so we are provideing these articles for you as reference. When it comes to writing websites, what is good for the search engines is often not good marketing. Why? Because almost inevitably, when you write to please the search engines, you write about the features of your service. But you should be writing about the benefits for your customers. This is a fundamental problem and one you have to take into account at every stage of creating the copy for your website. You have to achieve a balance between writing for people or writing for search engine robots. The balance will be subtly different for every business. You'll probably have to keep experimenting. It all depends really on how important search engine traffic will be to your organisation. First a quick recap on the basic issue of search engine copy. Search engine optimisation (often called SEO) basically means making sure your website ranks highly with Google and other search engines. Google wants to give people the right, relevant information. It does this by reading the copy on your website. If certain words are used frequently, Google will calculate that the site is relevant for that 'keyword'. When people search for that keyword, Google flags your site as one worthy of consideration. So, when a copywriter creates his own website, he tries the use the word 'copywriter' as frequently as possible. It's no good just listing the word either. It needs to be in real sentences. What's more, it's much better to use the keyword at or near the start of a sentence. You also need the keyword in the main headline, in the first paragraph, and as often as possible thereafter. So, you end up writing about you, the copywriter, and the copywriting that you can offer. Features of your service. Where are your customers in all this? Any good copywriter, in fact even a complete beginner, knows that you need to turn the features of your service into benefits for the customer. It's just good marketing. The copywriter should be explaining how he can increase sales, attract customers, save the client money, provide exceptional service and so on. The same is likely to happen whatever business you're in. If you're a graphic designer, a client might come to you because they want you to create a professional image for their business. But they don't search for 'professional image', 'design impact', or 'creativity'. They search for 'graphic designer.' So your copy has to keep mentioning 'graphic designer' this, 'graphic designer' that. What's the solution? If you know an easy one, please share the secret. For most organisations and businesses, the answer is going to be a balance. You need to know how important Google searches are to you. If the answer is 'not much' because visitors come from other sources - perhaps through a direct mail campaign, Internet advertising clicks, or because they are a regular customer and have you bookmarked - then your copy should weighted more towards good marketing, with less emphasis on search engine robots. But if Google searches are everything to your organisation, then you'll have to play the game by their rules. Carefully written copy can at least try to play both games. You can keep using keywords, but always bear in mind that you need to bring the focus back onto benefits for your customer. It's not easy, and it can be a painstaking process. But that in essence, is what good web writing should be about: keeping one eye on the search engines and pleasing them when necessary, but always bringing it back to people, to customers, to benefits. Because that's good marketing. Auto Submit To 3,000,000+ Websites. - Blast Your Ad to 3,000,000+ Classified Websites! Plus Huge Array of Marketing Tools. Affiliates Earn 60% Practical Report Writing. - Write greats reports with this report writing kit. UK copywriter, editor and journalist Simon Townley can be contacted through http://www.simontownley.co.uk. Or email copy@simontownley.co.uk. Article Index: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 |
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OTHER ARTICLES Should You Use Testimonials When You Create A Web Site? By Herb Leibacher You've probably seen web sites with testimonials - they can add legitimacy. But sometimes they are believable, and sometimes they are not. Are testimonials worth the effort?The answer is "Yes" if they are done right.When done correctly, testimonials can help you establish credibility and give you an opportunity to prove the claims about your web site.However, when done incorrectly, testimonials aren't believable and honest, and can cause more harm than good.Here are some ideas on how to use … How to Buy the Right mp3 Player You Would Really Love Choosing to buy the right MP3 player isn't that difficult, but one player does not fit all. People will want different things from their players. MP3 CD players represent the best value: Most retail for less than $200, and additional blank discs are cheap. * Think about how you'll use the player. Joggers will almost certainly want a lightweight, flash-memory-based device, since hard drives don't react well to the shock of bouncing around all the time; audio aficionados who want lots of music at… Writing for People and Search Engines By Sarah White Writing for the search engines is much different than writing in any other medium. Search engines are finicky, but they love text, so you're talking their language. When writing your web content, it's important to keep the following three things in mind.1. What You Want the Reader to Do: While writing your content, keep the overall objective of the page in view. Think about what you want the reader to do. Do you want them to sign up for something? Click to another page? Buy something? Visit yo… 25 Points To Create Your Own Winning Sales Letters The below table of content is my copywriting checklist, that I've been using for the past 2 years to create dynamic and powerful sales letters for my clients. And I hope it will do the same to you when applied in full. #1, The Headline must promise your prospects with a compelling benefit and answer their one and only questions - What's in it for me? This is no doubt many super copywriters have been emphasizing about the headline to be the single most important element that gives a strong, unwav… How to "Disguise" Your Sales Letters Online How to “Disguise” Your Sales Letters OnlineThe Internet is known as the “Information SuperHighway” and that’s a term that every Internetmarketer should know by heart.Why? People log onto the Internet to get information,not to be sold.Many people online are turned off at anything thatresembles advertising. They completely ignore banner ads. And they're using that “pop-up” blocking softwarelike crazy to stop pop-up window ads altogether.So what’s an Internet marketer to do?Well, here’s an idea: Wr…
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